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--------------------------------------------------------------------------------------------------------------------------------------- FADEAWAY #46 is a fanzine devoted to science fiction and related fields of interest, and is produced by Robert Jennings, 29 Whiting Rd., Oxford, MA 01540-2035, email [email protected]. Copies are available for a letter of comment, or a print fanzine in trade, or by subscription at a cost of $20.00 for six issues. Letters of comment are much preferred. Any person who has not previously received a copy of this fanzine may receive a sample copy of the current issue for free by sending me your name and address. Publication is bi-monthly. This is the August-September 2015 issue __________________________________________________________________________________________ THE SHADOW OF ADDICTION For over a year now my most consistent reading has been the series of trade paperback books Sanctum Books is producing that reprint the original Shadow pulp magazine stories, two novels per volume. These trade paperbacks come out once a month and approximate the publishing schedule of the original Shadow magazine, which at the height of its popularity in the 1930s was appearing twice a month. The history of the Shadow character is relatively well known, altho exact details of his earliest origins are elusive and contentious. In the summer of 1930 Street & Smith, publishers of many kinds of fiction magazines, decided to take advantage of a seasonal drop in radio rates to sponsor an hour-long program to boost the sales of their premier mystery magazine, Detective Story Magazine. According to most sources the account was given to the Ruthrauff & Ryan advertising agency to work up a program adapting actual stories from the magazine. Detective Story Magazine was a pulp sized mag, the oldest and earliest American magazine devoted entirely to the detective story and mystery genre. Started in 1915, the title had taken over from the Nick Carter Weekly a nickel weekly which has been running since 1891. The advent of the pulp magazines had spelled the end of the dime and nickel novels, so it was a relatively smooth transition, with new Nick Carter stories, both novel length and short stories, appearing in the page of the new title. The magazine was initially produced twice a month, but with the first week of 1918 it switched to a weekly publishing schedule, and sales boomed. During the 1920s it was one the most popular fiction magazine on the stands, but the Depression, which was beginning to make its full effect felt in 1930 had cut the circulation considerably. The powers at Street & Smith felt that a radio program dramatizing some of the stories from the current issues of the mag would reach new readers and boost circulation. The ad agency decided that they needed something distinctive to set the series apart from other radio programs, and that the ‘something’ should be a unique character who introduced the series. Initially ideas ranged from having a fictional police official or detective act as the announcer, but they finally decided on someone more sinister, a character to be called The Shadow. This Shadow character with a deep somewhat ominous inflection to his voice would introduce the stories and provide short epilogs after each adventure. Initially James LaCurto did the voice, but very soon Frank Readick took over the job. S&S expected a sales boost for their magazine, but the listeners were more fascinated with the creepy Shadow character than the actual detective stories themselves. Newsstands reported customers were asking for the magazine that featured that Shadow character they had heard over the radio, instead of Detective Story Magazine. Quick to see a marketing possibility, the powers at S&S decided to create a single character pulp devoted to the Shadow character. Most of the senior staff were veterans of the old dime novel days and had long believed that a pulp devoted to a single, interesting character could carry a ten cent pulp title. Circulation director Henry William Ralston usually gets the credit for rounding out and developing the idea. He hired a young author named Walter Gibson to write the series. Gibson was noted for being an adapt amateur magician and a very fast writer who turned out news features, true crime exposes, detective stories, had several syndicated newspaper columns including a weekly feature on magic tricks anyone could learn, and who was amendable to working closely with the editors at S&S clearing story plots down to the chapter level with the editors before he launched each new story. Each story used the pen name of ‘Maxwell Grant’, and each adventure claimed to have been taken from the actual crime files of The Shadow himself, as told to Maxwell Grant. Originally the magazine was planned as a quarterly, with the lead character being a sinister anti-hero who wore the kind of black cape and slouch hat favored by the villains in the old stage melodramas. He would work at night, he was armed with two automatics, he would terrorize the world of crime, take vengeance when needed, shooting to kill rather than capture, and he would use magic tricks to confuse and confound the denizens 2 of the underworld. He was, in short, exactly the kind of free-wheeling, outside the law vigilante that the average citizen living thru the Lawless Thirties had been waiting for. The first issue of The Shadow magazine was launched as a pulp dated April 1931, but on the news stands at least a month earlier. Considering that the S&S Detective Story Magazine radio show had debuted the previous summer, this was a lightning fast reaction time, possibly aided by the fact that S&S owned their own printing presses, which were housed right in the same building as their editorial offices. The magazine’s sales were impressive. Rumor has it that S&S went back and reprinted that first issue, but this has never been verified. By the third issue, dated October 1931 the title had become a monthly. In October 1932 the magazine became a bi-weekly. There were concerns that Walter Gibson could not keep up the pace of the writing, so a second writer, Theodore Tinsley was engaged, over Gibson’s objections, to turn out four novels a year as back-up, just in case Gibson got sick, or developed writers’ block. That never happened, but Tinsley, who tried to create stories as closely mimicking Gibson’s current production as possible, continued to turn our four stories a year thru the early 1940s. In all 325 Shadow stories were written, most turned out by Gibson. In the mid 1940s Gibson and Street & Smith had a major falling out. Gibson had initially not even been paid the standard S&S magazine rate of a penny a word for his Shadow stories. His contract had been renegotiated several times, but over time major changes had taken place at S&S, including mass firings and forced retirements of many of the old editors, including two executive shakeups, all following the death of Ormand Smith in 1933. By the early 1940s comic books were cutting deeply into the sales of many pulp magazines. S&S had been slow to get into the comic business because their printing presses could not produce the full color interior pages needed. The idea of out-sourcing the printing to another company had never occurred to the executives of the company, but after another shake-up in the late 1930s, Allan Grammer was the new company president, and the one of the first things he did was to sign a contract with a major web offset printer to start printing a new line of S&S comic books, of which The Shadow Comics was the very first title issued. Grammer also began to emphasize the women’s magazine titles the company was producing. Sales of the women’s slick paper mags were going up, so new titles aimed at female readers were added, even as sales on many of the traditional pulps were going down. After the Shadow comic book was launched, its sales rocketed up to over half a million copies an issue, while sales of the Shadow pulp magazine shrank slowly until it was bobbing around a hundred thousand to a hundred fifty thousand copies per issue. With the April 1943 issue the Shadow pulp slipped back to monthly publication. The argument over Gibson’s new contract stalled. Gibson had been writing other stories for S&S, including most of the Shadow comic, all of the Magic Detective comic, radio scripts for many programs, especially Nick Carter and Chick Carter, doing the Shadow comic strip, produced his own magazine devoted to the magician’s arena, maintained a syndicated newspaper column, and was doing all the promotion and publicity for Blackstone the Magician whose stage show was touring the country constantly. This, all in addition to writing the Shadow magazine novels. He felt he should be getting more money. S&S felt he should be getting the same, or better yet, less, because sales of the mag were in slow decline. Gibson decided to sue the publisher, claiming he was the individual who had actually created the Shadow character and that he had been responsible for its popularity with the public, including its spin-offs, the Shadow radio character program which began in 1937, the comic book, the short lived newspaper comic strip, 3 and the five feature movies that had been (theoretically anyway) based on the Shadow character. This litigation drug on for awhile, but Gibson lost handily, and got whacked for legal fees at the same time. As a sign of the changing time, the magazine had switched to digest size with the December 1943 issue, and raised the cover price to fifteen cents.